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B 2 B Marketing b
Industrial Marketing
What is Business
Marketing?
All FORMAL ORGANIZATIONS large or small, public
What is Business
Marketing?
Marketing
R&D
Business
Marketing
Planning
Logistics
Procurement
Manufacturing
Customer
Service
Formation of
Business
Strategy
DIRECT
AUTO
AUTO
[SPARE
MANUFACTURE BUYERS
PARTS ]
RS
Purchase
SUPPLIERS
Purchase inputs automobiles
Purchase
[Spare parts]
inputs used
used in creating
in creating
automobiles
systems, car
seats, other
parts
Business Marketing
Business Marketing
Consumer
Marketing
Each organization in this chain is involved in
And
the creation of a product, marketing process
Business
[including delivery] , and support services after
Marketing
sales.
CONSISTENT
REASONING:
- Commitment to
continuously improve
performance.
- Willingness to analyze
root cause of all
problems and correct
them
CROSS-FUNCTIONAL
TEAMING:
-A team-based working
culture.
-The involvement of
management in all
operational matters
RESPONSIVENESS:
-Prompt reply to al
requests
-Reliable delivery of
whatever promised.
Business Marketing
Strategy
The physical nature of the industrial good and its
intended use by the Organizational Customer dictate
to an important degree the marketing programs
requirements. Some Strategy highlights being:
Manufactured Materials /Parts: Whether a part is
standardized or customized often the dictator custom
made parts, personal selling and customer relationship
management activities assume a critical role in
marketing strategy. The Value Proposition centers on
providing a product that advances customers
competitive position. The Business Marketer must
demonstrate strong Supply Chain Capabilities.
Business Marketing
Strategy
Standardized parts are typically purchased in large
Business Marketing
Strategy
Installations: Here the product / technology itself, along
Business Marketing
Strategy
Plan for
acquirin
g
Marketin
g
Analyze
Organizational
Buying Behavior
Select
Target
Market
Segments
Institutional
Markets
Evaluate
Alternative
Market Segments
Marketing
Objectives
Strategy
Development
Informatio
n
Product
or
Service
Government
Markets
Channels
of
Distributio
n
Pricin
g
Personal
Selling
Marketing Program
Response of
Adver
ting
Sales
Promotio
n
Monitor &
Predict
Environment
al Influences
DOMESTIC &
INTL
Interfunctional
R&D
Coordination
Production
Customer
InIiI
Service
Procureme
nt